Like everyone else who started an online media company at the end of last century, I let my common sense guide me when it came to creating the rules of the road since none of us had a manual.
The rules I created run decidedly counter to the rules that eventually emerged as the conventional wisdom. Nowhere is TechnoLawyer's divergence from the "norm" more evident than with user-generated content, particularly product reviews.
I don't profess to have had a Eureka moment, but it just seemed like a good idea to require all contributors to sign their real name and email address at a minimum (most provide all their contact information), and disclose any conflicts of interest. As you know, most online forums don't have such requirements.
Today I report some sad news: I no longer feel I can rely on user-generated content outside of TechnoLawyer.
Many unbiased reviews exist on blogs and even in online stores. But trying to distinguish them from fake and paid reviews has become challenging for me let alone the average consumer.
Savvy companies realize that people trust balanced reviews more than glowing reviews. Therefore, they anonymously post reviews of their own products that contain some (but usually not much) criticism. Conversely, they also post somewhat balanced though mostly negative reviews of competitive products. Balanced or not, a fake review remains useless.
I still enjoy reading these anonymous "user" reviews, but I no longer trust any of them. I trust ads more because they're authentic in the sense that you know their origin.
I bought a product recently even though every review of that product across the Web was written by the same person. But hey, it was just a $6 product. For more expensive purchases, if TechnoLawyer can't help I use my legal skills to grill a salesperson.
While fake product reviews are especially pernicious, the problem runs much deeper. For example, last week TechCrunch published an article entitled The Secret Strategies Behind Many Viral Videos that explored the tactics used to propel videos to the top of YouTube, including fake arguments in the comments.
Do you trust user-generated content on sites that don't require signatures and disclosures? If not, how do you evaluate products?
About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.
